The purpose of this study is to examine the relationships between online customers’ post-purchase behavior and online sellers’ reputation. Customer’s satisfaction based on the evaluation features are examined and discussed in the context of attention theory and consumer behavior. The data used in this study was collected from an online auction (eBay). Both the seller’s and customer’s data have been used to exam the effects of seller’s information and actions on the customer’s feedback and seller’s reputation. The proposed hypothesis has been tested with ANOVAs and the results show that online shopping information not only influences but moderates the online shoppers’ feedback and online sellers’ reputation.
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